JASON WU FOR TARGET – HIT OR MISS?

Fresh from the success of its collaboration with Missoni, Target is gearing up for the 5 February launch of its most recent collaboration with US designer Jason Wu. Wu became a household name when Michelle Obama chose to wear his white chiffon one-shouldered gown to Barack Obama’s 2009 Inauguration Ball.

Wu’s collection is inspired by French New Wave films, as well as the style of an American girl in Paris.  Wu also created Milu the cat, an exclusive muse for Target who features on one of the tote bags and scarves. The range features Peter Pan collars, flirty hem lines and pleated skirts, complemented by fifties and sixties silhouettes. There is also a range of bags and scarves in complementary colours and prints.

Although Wu’s goal was not to duplicate anything from his mainline collection, the classic shapes and tailoring echoes the aesthetics of his ready to wear line, of which Diane Kruger, Reese Witherspoon and Zoe Saldana are fans.

After Missoni’s website crashing success, Target has increased its computer system and have limited the stores which will be stocking the collection. It will be interesting to see whether Wu’s range will rival the popularity of the Missoni line. With nothing over $60, it definitely has affordability on its side. However, unlike Missoni’s trademark colourful zigzag pattern, Wu’s pieces do not have that same signature appeal. The Missoni collection had a staggering 400 pieces where Wu only has 53 pieces. Missoni also had pieces other than clothing, with interior goods such as towels, dishes, vases and even a bike!

So while Wu may not have the range and brand value of Missoni, the collaboration will be a good opportunity for Wu to gain exposure for his label to a wider audience by leveraging off Target’s marketing budget. We have seen Australian designers such as Josh Goot, Yeojin Bae and Gail Sorronda successfully collaborate with Target to introduce their label to a wider audience so while Wu may not have shopers stampeding to the stores, there is no doubt this opportunity will be great for his label.